Final Latent Need 2410

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Marketing Management

SAFAP PVT LTDAddress: A/309, TTC Industrial Area, MIDC, Mahape, Navi Mumbai - 400 701.

Phone: +(91)-(22)-41627702, Fax:+(91)-(22)-27782743

MATRIX Shaving Cream



GROUP MEMBERS

• AMIT NAIK 01

• ASHUTOSH GAUD 05

•

FIROZ FARIDY 09

• PRADEEP CHAURASIA 13

• SNEHA INDULKAR 22



WHAT IS COMMON IN BELOW PHOTOS

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• Majorly people in Working class are very much busy in theirdaily schedule due to the stretched working hours, work load,

travelling, personal affairs, day to day routine activities.• Along with that they need to maintain themselves in a bettermanner by personality ,appearance, grooming and looks.

•Shaving regularly is necessary to maintain a gentlemen look.

• This activity is also included in their day to day routine

activities. Sometime they get irritated / bored of doing shaveregularly (alternate day basis).

So to get out of this Problem i.e. regular shaving

We are introducing new shaving cream MATRIX

MATRIX Shaving Cream eliminates regular shavingReduction in hair growth by 80%.Frequency of shave reduces from 12 times to 3-4 times amonth.Give smoother looking skin for longer time

LATENT NEED



LOGO & SLOGAN

MAKING THINGS HAPPEN IS OUR SLOGAN.



OUR MISSION

• Mission is to add vitality to life.

• To solve unsolved problems innovatively.

• Brand that will help people feel good, look good & get more out

of life.• We are committed to improve processes, practices and systems for

manufacturing, marketing and delivery of our products and

services through effective implementation and continual

improvement of Quality Management System so as to enhance

customer satisfaction.



OUR VISION

• "Our vision is to operate MATRIX's as dynamic national brands

while focusing on the customer offering in each store location."

• "To be the premier Personal Grooming Brands - today and

tomorrow.

• Utmost care and safety of its customer.

• Targeting 18% market share in 3 years.

• We want to be among top 3 players into Shaving Industry in

next 5 years time.



• Result Oriented Approach• Special formulation

• Affordable price• Availability at all shops• Quality and hygiene•

New and innovative

Strength



Weakness

• New in market• Challenges in Distribution Network

Weakness



Opportunity

• Large market• Constant demand• Can be produced various related product

e.g. aftershave, Razor.• To capture new market segments like

Rural• To compete in market with lower price

range and a standard product.• The market is always open for innovation.



Threat

• Branded manufacturers viz: Gillette, Axe,Palmolive.

•

Heavy Competitors with good brand name.• Chances of idea of product being copied



BRAND IN INDIAN SHAVING CREAM

20%

16%

12%

28%

17%

7%

PALMOLIVEOLD SPICE

GODREJ

GILLETTE

AXE

OTHERS



FREQUENCY OF USAGE OF SHAVING CREAM IN A WEEK BY MENS

Daily7%

Thrice a week55%

Twice a week28%

Once aweek11%

In percentage



T ARGET M ARKET

The focus initially would be to target Executives at corporate Level.

Metro Cities.

We have created sub-segments :

Age Group

A) 18- 45 heavy users,

B) 46-55 – medium users,

C) above 55 age – light users



S EGMENTATION Demographic

Age : 18 and above

Sex : Male

Marital Status : N/A (All can use)

Income : All Income groups

Use Related

Rate of Usage

A) 18- 45 heavy users,B) 46-55 – medium users,C) above 55 age – light users



MARKETING OBJECTIVE & S TRATEGIES

Product

Place

Pricing

Promotion



Marketing Mix

Product

Shaving Cream

Characteristics :

•Reduction in hair growth by 80%.

•Frequency of shave reduces from 12 times to 3-4 times

a month.

•Cream with moisturizers

•Contains Lanolin for smooth shaving

•Pleasant fragrance.

•Available in 20,30,70 gms



•Keeps the skin soft, Rich Long lasting lather

formation

•The cream has been tested by different

dermatologists to see how effective the creamreally is. In the test MATRIX cream was # 1.

•MATRIX Shaving Cream eliminates regular

shaving



Ingredients:

Aloe Vera, Glycerin, Chamomile Extract, Water, Stearic acid,

Lime Extract, Calcium Hydroxide, Calcium ThioglycolateTrihydrate,Cetyl Alcohol, Isopropyl Palmitate, Pro-VitaminAntioxident Complex (Vitamins E & A, Vitamin K, Pro-Vitamin E,Herbal Extracts, Green Tea Extract) Forestal, Willow Bark,Butcherbroom Extract, Hydrolized Milk Protein, Fragrance(Green Tea Extract).

l



Factor Analysis

A factor analysis was carried out to obtain the group ofattributes which can be grouped together.Hence 4 factors were obtained as follows –

Factor 1 Product attributes (Fragrance, Brand Name, Foam

Formation, Antiseptic Attributes and Ease of Use)

Factor 2 Price Sensitivity (Price, It keeps my Skin Soft AndOffers less price than other products)

Factor 3 Point of Purchase (Availability in Stores and StylishPackage Design)

Factor 4 Additional Features (Long lasting effect,Ingredients)



Palmolive

Gillette

Axe

Axe

Gillette

Palmolive

Frequency ofShave Reduces

smoother looking

skin for longer time

Rich Long

lasting lather



MATRIX

SERIES

Reduces Frequency of Shave and smoother looking skin for longer time.

Conditioning, Rich long lasting lather Deep cleansing

Moisturizing

Senitive skin

Ultra Comfort

The customer value hierarchy shows us clearly that MATRIX has no

product feature in the basic or core category.

This segment accounts for more than half the entire market.

Following are the features in the product width:



OUR PRODUCT WILL COMES IN INTRODUCTIONSTAGE IN PLC CURVE



Place



Mhape, NaviMumbai(HUB)

Delhi

Bangalore

Kolkata

Chennai

Hyderabad

Ahmadabad

Pune

The hub & spoke model



PRODUCTS VAILABLE

IN MARKET 20 GRAMS 30 GRAMS 60 GRAMES 70 GRAMS

MATRIX 18 25 50

GODREJ 20 50

Gillette 30 55

AXE 25 57

PALMOLIVE 24 45

OLD SPICE 29 55

LAUNCHING AT PENETRATING PRICE

Pricing



• Advertisement

• Direct Selling – stalls at chemist

• Hoardings – Trains, FOB on platform, BESTbuses

• Television Ads - Zee Marathi, Zee tv- Colours

- Star Plus, Sony

- M TV, V Channel- Sports Channel

- News Channels

- Business Channels

Promotion



Sample Survey

Before Shave



AFTER SHAVE (USING MATRIX)

Day 1

Day 2

Day 3



Day 4

Day 5

Day 6



Day 7

Day 8



PROMOTIONAL ACTIVITIES

Tie up with Rediff-on-the-Net e-commerce to market its product

Sponsorship in World Cup 2011

Used sports as a major

promotional vehicle



Direct Selling

Stall at chemist

Shavingcream

Stalls at Super Market

Shavingcream

Making

ThingsHappen

Making

ThingsHappen



Direct Selling

Display at malls

Shaving cream

Shaving

Cream



Shaving Cream

Bill Board Hoardings



Shavingcream

MakingThings

Happen

Shavingcream



Hoarding on Buses

ShavingCream



Sachin at launching Conference of MATRIX Shaving Cream

Speech by Sachin at launchingConference of MATRIX Shaving Cream



POSITIONING OF OUR PRODUCT

MATRIX



Market Research

Research Approach

Phase One -> FGD (Focus Group Discussion)FGDs also helped the group in understanding the buying behavior, theconsumption pattern, the influencers etc which further helped in preparation ofthe questionnaire.

Phase Two-> QuestionnaireThe questionnaire was designed to capture both quantitative and qualitativeinformation. The overall design of questionnaire has tried to capture data inthe following areas:

To answer the question of what are the predominant constituents of shaving

cream consumers in terms of:Profile and ageBuying Behavior and Decision-making process and to answer how MATRIX

compares with competition and what should it be targeting to be able to growRelative importance of different attributes



Data Collection - Phase 1:FGDs

The FGDs were aimed at helping us to :Define the target segments better

Identify the important attributes that add in the target customers shavingexperience

We conducted FGDs for our product-

Focus Group : College students from Different colleges of Mumbai(Age : 18-24) and Group employees (Managerial & Executive level) ofOrganizations at Mumbai (Age : 25 – 45)

Focus Group Discussion



Focus Group Discussion

Following are the questions that helped us in moderating the entire discussion and theanswers that majority in the group agreed to:

1) How often do you shave?:Twice or thrice a week (major working class : Alternate Day)

2) The reason for shaving?( official/social compulsions, like to be cleanshaven)

: mainly office and personal ( “wife” and “Girlfriend”) compulsions, also do not like tobe seen unshaven (amounts to being unclean)

3) Have you switched brands?: College students- yes, quite frequently, Working class - no. not frequently.

4) If so, why?: College students - just to try out new brands. Offers. Working class - only sometimes.for a change or unsatisfied.



5) What do you expect from a shave? (soft skin/get the job done/fragranceetc.)

: smoothness, get the job done, not harsh on skin, Rich long lasting lather

6) What do you expect from a shaving cream?: smooth shave ,good lather, smoother skin for longer time and quick shave

7) If we provide you a new shaving cream “MATRIX” which gives long lasting i.e. 7-8 days

smoother looking skin, then will you use it?: Will surely try. That’s what I want since last many days since fed-up of doing shave daily.

After using MATRIX Shaving creamThe Results :

8) What do you think of MATRIX? : Better compared to others

8) Why MATRIX? : Better shaving experience, very satisfied and smoother looking skin for longer time.

Customer Survey: Questionnaire



Customer Survey: Questionnaire

Name: Hemant

Date: 10/09/2010

Name of interviewer: Sneha

1.What is your age?

Less Than 1818-23 years

23-28 years 28-45 yearsGreater Than 45

2.What is your occupation?

Government ServicePrivate ServiceBusinessSelf-EmployedStudentHomemakerOthers (please specify)__ _ __ __ _ __



3.How often do you shave?

DailyAlternate DaysTwice a week Once a weekAt irregular interval

4.Where do you generally buy the shaving cream?

Grocery shopSuper market/ Departmental storesSpecialty StoresChemist shop Any shop near by



5. Please rate the factors given below on scale of 1 – 5 based on theimportancethey hold for you in purchase decision of a shaving cream

(1 least important to 5 most important)

No Attributes / Benefits Rating

•Price

•Rich long lasting lather

•Availability in stores

•Fragrance

•Stylish package design•Brand name

•Color of the shaving cream

•

Foam formation•Antiseptic attribute

•Skin soft for longer time

•Ingredients

•Offers/Discounts



RESULTS OF MARKET RESEARCH



FREQUENCY OF USAGE OF SHAVING CREAM IN A WEEK BY MENS

Daily7%

Thrice a week55%

Twice a week28%

Once aweek11%

In percentage



Matrix



PRODUCT FAQ?

1. Is MATRIX Shaving Cream easy to apply?Yes. MATRIX Shaving Cream is easy to use and applies in seconds.

2. Is MATRIX Shaving Cream a permanent solution to remove facial hair?NO. MATRIX Shaving Cream is not a permanent solution. When MATRIXShaving Cream is used as directed, it will slow the rate of hair growth, eventuallyinhibiting hair from growing back. Continued use is necessary to get the results.

3. If I stop using MATRIX Shaving Cream will my hair grow back regularly?YES. If you stop using MATRIX Shaving Cream your hair will slowly grow backwithin 3 to 4 days. (Results may vary.)

4. Does MATRIX Shaving Cream change the structure of my hair?Yes. Thicker, coarser hair will become softer and finer.

5. What if I have sensitive skin?MATRIX Shaving Cream is formulated with natural, advanced moisturizingagents to aid in soothing sensitive skin.



THANK YOU

Final Latent Need 2410

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